Almost Gramercy Park

New York Observer // Aug 25, 2014

It is a commonplace of New York City real estate that brokers and developers often label less desirable neighborhoods to cash in on proximity to more established bastions. Thus “Nolita” and “NoMad,” the too-liberal applications in listings of “East Williamsburg” and “South Slope.” More unusual are instances of marketers dispensing with perfectly good, geographically appropriate brand names in favor of sobriquets less well known.